Chapter 22How Do We Use SEO to Reach Key Audiences?
Financial services companies have content galore, but they're not good at making that content available, and so they're losing opportunities when people search—free opportunities.
—Frank Eliason, director of global social media, Citi
You've used them when you shop for flowers to send to Mom's home across the country or when you're looking for your favorite restaurant while travelling on business.
Search engines, that is. Not just Google, but Yahoo! and a host of others.
You know the Internet is crucial, but how can you use it to ensure that potential clients, consumers, or partners find you, your firm, or your content? How can you make sure that your precious time and resources are used effectively?
Are you an asset manager who wants end investors or financial advisors to find your content online? Are you an advisor who wants someone searching for his next financial planner to discover your name? The better the visibility you have on the search results page, the more visits or clicks you will get for your content, website, or group.
In short, search engine optimization (SEO) leads consumers to you.
Three Ways SEO is Changing Right Now
SEO has been around for years, but one thing remains constant: the mystery surrounding it. Still, there are lots of key things to know—from the latest best practices to the biggest mistakes.
Despite its age, SEO has progressed. In short, it matters more than ever. And the experience is more ...
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